5 Basic Tools to Kickstart Your Advertorials

If you're familiar with copywriting, chances are you have started writing advertorials or are about to. This is because an advertorial is a modified copy that combines advertisement and editorial to inform while subtly promoting a product or service. This marketing strategy is powerful but requires precision and finesse to execute effectively.

Whether you’re a seasoned copywriter or a beginner, having the right tools to write a converting advertorial can make a difference in your writing career. Here are five basic tools you can kickstart your advertorials with.

1. Keyword Research Tool

To create an advertorial, it is important to know what your audiences are searching for. Using a keyword research tool can help you with this, as it allows you to discover the specific words and phrases that potential customers use to find products or services like the ones you're promoting. Some basic keyword tools that you can begin with are:

• Google Keyword Planner: An extension integrated with Google Ads offering insights into search volume and competition.
• SEMrush: A comprehensive tool that provides keyword suggestions, search volume, and competitive analysis.

How to use it:

Start by entering a key term related to the product or service you’re promoting. Look for high-volume, low-competition keywords that you can incorporate naturally into your content. These keywords should guide the structure of your advertorial, ensuring it aligns with what your audience is already interested in.

2. Content Management System (CMS)

As an advertorial writer, getting your content across to audiences requires a good content management system that allows you to create, edit, and publish advertorials without technical knowledge. A reliable CMS will provide features that help optimize your content for search engines and ensure that your advertorials are well-organized and accessible. Some CMS you can count on include:

• WordPress: Popular CMS known for its user-friendly interface and wide range of plugins for SEO and design.
• Wix: An intuitive drag-and-drop website builder that’s perfect for beginners.

How to use it:

Choose a CMS that suits your technical skills to sign up for an account. For WordPress users, plugins like Yoast SEO can help you optimize your content for better visibility. Also, ensure your CMS supports easy editing and publishing so you can focus more on the content rather than technical details.

3. Graphic Design Software

Visuals are a vital part of advertorials and using high-quality images, infographics, and design elements can significantly enhance the appeal of your content, making it more engaging and persuasive.

Some basic graphic design tools you can use for advertorials are:

• Canva: An intuitive design tool featuring social media graphics, infographics, and presentation templates.
• Adobe Photoshop: For advanced users, Photoshop offers comprehensive tools for creating custom visuals.

How to use it:

As a beginner, create an account on Canva to use templates to create visually appealing graphics that complement your advertorial. However, if you have design experience beforehand, you can use Photoshop for more intricate design work. Ensure that your visuals align with the brand’s identity and effectively communicate the message of your advertorial.

4. Analytics Tool

Tracking the performance of your advertorials is essential to understand what works and what doesn’t. This can be done effectively using an analytics tool to help monitor key metrics like page views, engagement rates, and conversions, enabling you to refine your approach for future campaigns. Popular analytic tools include:

• Google Analytics: Offers detailed insights into website traffic, user behavior, and conversion tracking.
• Hotjar: Provides heatmaps and session recordings to understand how users interact with your advertorials.

How to use it:

Set up Google Analytics on your CMS to track the performance of your advertorials by downloading an analytical tool extension. After integrating with your CMS, you can use the tool to monitor data regularly to see which sections of your advertorial are resonating with your audience. Use this information to tweak your content, headlines, and calls to action for better results.

5. Editing and Proofreading Tool

Flawless writing is non-negotiable in advertorials, as a minor typo or grammatical error can diminish your credibility. So having an editing tool can help ensure your content is polished, professional, and free of mistakes.

Editing and proofreading tools you can use for your advertorials are:

• Grammarly: An AI-powered writing assistant that checks for grammar, spelling, and punctuation errors.
• Hemingway Editor: Focuses on readability, helping you simplify complex sentences and make your content more concise.

How to use it:

After drafting your advertorial, run it through Grammarly to catch any grammatical errors or typos. Then, use the Hemingway Editor to ensure your content is clear and easy to read. This final polish can make your advertorial more effective and impactful.

Conclusion

Creating advertorials can be intimidating. However, with these five basic tools, you can establish a strong foundation for creating content that informs and converts your leads.

It's crucial to remember that while tools can assist you in crafting advertorials, developing your skills to write content that resonates with your audience and drives results is equally important.